enshittification

en·shit·i·fi·ca·tion
/ɪnˌʃɪtɪfɪˈkeɪʃən//ɛn-/

noun

The phenomenon of online platforms or services gradually degrading in quality, often by promoting advertisements, recurring payment, and sponsored content, in order to increase profits; (loosely) the process of becoming worse.

Opposite
deshittificationengoodening
First used 21st c.Scrabble 24

Meanings

nounenshittification (uncountable)
  1. InternetuncountablevulgarThe phenomenon of online platforms or services gradually degrading in quality, often by promoting advertisements, recurring payment, and sponsored content, in order to increase profits; (loosely) the process of becoming worse.First known use 21st c.

    1000000% true. The real cause of the "enshittification" of the UK.

    2019 April 23, @Uncle_Music, Twitter (post), archived from the original on 24 Aug 2026
    5 more examples

    Wow. The Onion's AV Club just turned into a pile of hot garbage. Who is behind the ongoing enshittification of web design?

    2013 November 19, @St_Rev, Twitter, archived from the original on 05 Jul 2023

    Ultimately, it doesn't matter if Amazon's enshittification is because [Jeff] Bezos was a cynic or because he sold out. Once Amazon could make more money by screwing its customers, that screw-job became a fait accompli.

    2022 November 28, Cory Doctorow, “How monopoly enshittified Amazon”, in Pluralistic, archived from the original on 26 Mar 2023

    Here is how platforms die: First, they are good to their users; then they abuse their users to make things better for their business customers; finally, they abuse those business customers to claw back all the value for themselves. Then, they die. ¶ I call this enshittification, and it is a seemingly inevitable consequence arising from the combination of the ease of changing how a platform allocates value, combined with the nature of a "two-sided market," where a platform sits between buyers and sellers, hold each hostage to the other, raking off an ever-larger share of the value that passes between them.

    2023 January 28, Cory Doctorow, “The ’Enshittification’ of TikTok”, in Wired, San Francisco, Calif.: Condé Nast Publications, →ISSN, →OCLC, archived from the original on 20 Jan 2024

    Both switching costs and network effects tend to lead to enshittification because platform providers see early adopters as an investment in future profits.

    2023 March 3, Tim Harford, “The enshittification of apps is real. But is it bad?”, in Financial Times, London: The Financial Times Ltd., →ISSN, →OCLC, archived from the original on 05 Mar 2023

    But it's not just users who are effectively incarcerated by enshittification. The advertisers and vendors who are the real customers of tech platforms are also prisoners.

    2023 March 11, John Naughton, “Users, advertisers – we are all trapped in the 'enshittification' of the internet”, in The Observer, London: Guardian News & Media, →ISSN, →OCLC, archived from the original on 19 Apr 2023

    Synonyms: crapification, enshittening, platform decay · Antonyms: deshittification, engoodening

Synonyms & antonyms

nounThe phenomenon of online platforms or services gradually degrading in quality, often by promoting advertisements, recurring payment, and sponsored content, in order to increase profits; (loosely) the process of becoming worse.

Opposite
deshittificationengoodening

Origin

  1. Proto-Indo-European*h₁én
  2. Proto-Italic*en
  3. Proto-Italic*en-
  4. Latinin-
  5. Old Frenchen-
  6. Middle Englishen-
  7. Englishen-
  8. Proto-Indo-European*sek-?
  9. Proto-Indo-European*skey-
  10. Proto-Indo-European*skeyd-
  11. Proto-Indo-European*skéydt
  12. Proto-Germanic*skītaną
  13. Proto-Germanic*skitiz
  14. Proto-West Germanic*skiti
  15. Proto-West Germanic*skittjā
  16. Old Englishsċitte
  17. Old English*sċite
  18. Middle Englishschite
  19. Englishshit
  20. Englishenshittification

From en- + shit + -ification. The term was popularized and took its specific meaning from the writings of Canadian-British-American blogger, journalist, and science fiction author Cory Doctorow in 2022–2023, although isolated usage exists from 2013 (see quotations below).

Full word history & related roots →

Translations

Basque kakazte
  • kakazteInternet phenomenon
Bulgarian еншитифика́ция, олайня́ване
  • еншитифика́ция (enšitifikácija)Internet phenomenon
  • олайня́ване (olajnjávane)Internet phenomenon
Catalan merdificació
  • merdificacióInternet phenomenon
Chinese Mandarin 垃圾化
  • 垃圾化 (lājīhuà)Internet phenomenon
Dutch verkuttificatie, verkuttificering
  • verkuttificatieInternet phenomenon
  • verkuttificeringInternet phenomenon
  • platformvervalInternet phenomenon
  • verteringiseringInternet phenomenon
French merdification, emmerdification
  • merdificationInternet phenomenon
  • emmerdificationInternet phenomenon
German Enshittification
  • EnshittificationInternet phenomenon
Hebrew התחראות, התחרבנות
  • התחראות (hitkhar'út)Internet phenomenon
  • התחרבנות (hitkharbenút)Internet phenomenon
Italian sminchiamento
  • sminchiamentoInternet phenomenon
Polish gównowacenie, rozgównianie
  • gównowacenieInternet phenomenon
  • rozgównianieInternet phenomenon
Portuguese merdificação, enshittificação
  • merdificaçãoInternet phenomenon
  • enshittificaçãoInternet phenomenon
  • bostificaçãoInternet phenomenon
  • esmerdeamentoInternet phenomenon
  • embostificaçãoInternet phenomenon
Russian дерьмофика́ция
  • дерьмофика́ция (derʹmofikácija)Internet phenomenon
Spanish mierdificación, enmierdamiento
  • mierdificaciónInternet phenomenon
  • enmierdamientoInternet phenomenon
Swedish skitifiering
  • skitifieringInternet phenomenon

Rhymes & wordplay

Rhymes with enshittification

All rhymes →
Cite this entry
APA

enshittification. (n.d.). In WatkinsX Dictionary. Retrieved November 3, 2026, from https://dictionary.watkinsx.com/word/enshittification

MLA

“enshittification.” WatkinsX Dictionary, https://dictionary.watkinsx.com/word/enshittification. Accessed November 3, 2026.

Chicago

WatkinsX Dictionary, s.v. “enshittification,” accessed November 3, 2026, https://dictionary.watkinsx.com/word/enshittification.

Source: enshittification on Wiktionary, CC BY-SA 4.0.